In a world increasingly drawn to the transient and trivial, Air New Zealand has taken a quietly profound step — unveiling a new uniform collection that speaks volumes without saying a word. Designed by London-based New Zealander Emilia Wickstead and brought to life with bespoke prints by tā moko artist Te Rangitu Netana, the new look is less a fashion update and more a declaration of cultural confidence.

This is no off-the-rack refresh. It is a wardrobe steeped in symbolism and stitched with purpose — a reverent nod to Aotearoa’s heritage, a celebration of contemporary Kiwi ingenuity, and a subtle flex to the global aviation stage.

The collection will be worn by over 6,000 staff across Air New Zealand’s domestic and international operations, reinforcing the airline’s long-standing reputation for doing things differently and with heart.

“It’s not just about the way it looks,” said Air New Zealand Chief Executive Greg Foran. “It’s about what it says. Our people wear the korowai of Aotearoa every day, and this collection ensures they do so with pride, with grace, and with authenticity.”

A Tale Told in Fabric and Thread

Emilia Wickstead approached the design brief not as a stylist but as a storyteller. Known globally for her minimalist silhouettes and elegant cuts, she brought her Kiwi roots to the fore, crafting pieces that honour the land, the people, and the journey.

“This was one of the most meaningful projects of my career,” Wickstead said. “It was crucial the garments felt true to our place — they had to resonate with those who wear them and those who encounter them.”

Wickstead collaborated closely with Te Rangitu Netana, whose traditional tā moko artistry inspired the unique prints woven into the fabric. The kōwhai blossom, the purapura whetū constellation pattern, and the feather-like motifs all serve to anchor the uniform in te ao Māori — the Māori world.

“Each line, each shape — it all has meaning,” said Netana. “This isn’t decoration. This is whakapapa. This is identity.”

The Uniform: A Living Tapestry

Far from a singular outfit, the new collection is an ensemble of considered pieces:

• The Fine Print – Dress: Anchored by a tūī knot neckline and detailed with the kōwhai print — a nod to Ngatoro-i-Rangi’s tale of protection and responsibility.
• The Collective Thread – Shirt: Inclusive, gender-neutral, and patterned with purapura whetū embodying unity and distinction.
• The Wrap Around Trench: Functional yet elegant, this purple pinstripe trench is a modern-day cloak engineered for navigating terminals and tarmacs.
• The Woven One – Ie Faitaga: A cultural statement piece trialled by Pasifika staff, embracing diversity and celebrating Pacific heritage.
• The Runway Cut – Waistcoat: Trim and structured for men in cabin and ground roles, adding gravitas and a hint of old-school sophistication.
• Pilot Suits: With a tailored pinstripe and a kiwi feather lining, these suits are both regal and respectful, symbolising authority grounded in tradition.

Beyond the Fabric: A National Moment

Uniforms in the airline world are rarely newsworthy. But in this case, the unveiling has rightly prompted national reflection. Uniforms, after all, are worn across borders and remembered long after flights touch down. They shape perception. They speak on behalf of a nation.

“Air New Zealand has just redefined how an airline tells its story,” said aviation analyst Grant Bradley. “This uniform isn’t about fashion. It’s about whakapapa, and about telling the story of Aotearoa in a way no other carrier could dream of.”

The rollout process speaks volumes: wearability trials, staff feedback sessions, and months of meticulous tailoring will precede the official launch in 2026. This collection takes its time because getting it right matters.

A Flag in the Sky

Air New Zealand has long been a flag-bearer for innovation. From its globally celebrated in-flight safety videos to its quiet leadership in sustainability, the airline leads not with bombast but with substance. The uniform launch is no exception.

“We often talk about brand impressions,” said Kate McLaughlin, Head of Global Brand Strategy at Tourism New Zealand. “But few impressions are as lasting as what the crew is wearing when they greet you. This uniform sets a tone — one of elegance, respect, and place.”

A Uniform Fit for the Future

As the airline readies for the 2026 rollout, one thing is abundantly clear — this isn’t just a change of clothes. It’s a new chapter in the airline’s ongoing love letter to Aotearoa. These garments will accompany travellers across continents, carrying the stories of a proud and deeply connected people.

The skies may be global, but for Air New Zealand, every journey begins — and ends — with home.

To explore the whole collection, visit Air New Zealand’s official site.

 

 

 

By Sandra Jones

 

 

 

 

 

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